Cookie ConsentBest Cookie Consent Tools for Marketing Teams: CMP Comparison & Recommendations (2026)
A Google Ads account at a mid-sized UK e-commerce brand lost 90% of its measured conversions overnight in August 2025. Nothing changed in the account — no paused campaigns, no budget edits. The culprit was a consent banner that looked compliant to users and regulators but was silently failing to transmit the Consent Mode v2 signals Google's infrastructure required. Only about 40% of the attribution data was eventually recovered through behavioral modeling. The rest was permanently gone.
Apr 17, 2026
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